It’s been a long road, but we’re finally starting to see beauty brands put their money where their mouths are when it comes to inclusion. From truly expansive shade ranges to body-hair representation in ads, brands are painting a realistic picture of the people who actually use their products. This audience is expanding to include men and nonbinary people as well (of course, that doesn’t always go as planned).
The latest brand to join the party: Essie, who just announced its first ever nonfemale brand ambassador, Queer Eye’s Jonathan Van Ness. The partnership is here just in time for Pride Month. Can you believe?
He shared the news in an Instagram post this morning, June 6, celebrating individuality and pride. “I’m so honored to announce I’ve teamed up with @essie as their first nonfemale ambassador in celebration of Pride! For me, polish has always been a form of self-expression. Right now that means this mosaic rainbow mani moment. Wearing it proud!”
JVN has been known to rock a rainbow mani, and in the Essie campaign he shows off a custom rainbow manicure that mirrors his signature style of painting only a few nails.
In the comments of JVN’s Instagram, many left messages saying they were so excited to share with their sons. “I’m showing this to my son, Sam, who was bullied last fall for wearing nail polish to his kindergarten class. THANK YOU!!” writes one Twitter user.
Campaigns like this show that beauty is so much more than skin-deep. This line of thinking is central to Van Ness’s beauty philosophy, who focuses on how Queer Eye’s subject’s feel in addition to how they look, no matter their gender. Hopefully, a JVN beauty line is in the works, but until then we’re excited for this Essie partnership!
Bella Cacciatore is a beauty associate at Glamour. Follow her on Instagram @bellacacciatore_.